Advertisement Management Module 1

7/31/2019 Advertisement Management Module 1

1/55

ADVERTISEMENT MANAGEMENT

Advertisement:

Advertisement is a paid form of non personal

communication about an organization or its

products that is transmitted to a target

audience through a mass broadcast medium.


2/55

FEATURES OF ADVERTISEMENTS

Non personal form of communication

Paid form of communication

Advertisement is issued by an identified

sponsorAdvertisement is to promote product and

service

Advertisement supplement personal selling

Advertisement disseminates information aboutthe product

Advertising is a mass way of persuasion

Advertisement is most efficient way of reaching

the people


3/55

OBJECTIVES OF ADVERTISING

To introduce a new product or a service to themarket to achieve large sales volume their byincreasing profit.

To introduce new product Increase volume of sales and reduce selling

expense

Reach all those people who are inaccessibleto salesman

Create and maintain permanent demand


4/55

OBJECTIVES OF ADVERTISING COND

To overcome competition

Creates goodwill

Advertising servers consumers , producersand the middlemen


5/55

SCOPE OF ADVERTISEMENT ACTIVITIES

Advertising must promote an effective and constantsupport to dealers, distributers, wholesalers, retailersand salesman

Advertising activities will give a confidence and brandloyalty to customers

Advertising activities helps to improve the morale andconfidence of sales force

Advertising activities will give confidence to shareholders, customers, govt etc

Advertising activities will give a different imageamong your competitors and in your business circle.


6/55

FUNCTIONS OF ADVERTISING

Advertising is a marketing tool

Advertising as a means of communication

Advertising is means of persuasionAdvertising is a means of employment


7/55

TYPE OF ADVERTISING

Institutional Advertising Product Advertising Information

Persuade

Remind Target group basis - Pepsi Youngistan Consumer Advertising

Industrial Advertising

Trade Advertising

Retail Advertising Non profit Advertising

Professional Advertisement

Corporate Advertising


8/55

Geographical Advertisement

Service Advertising

Advertising according to the timing ofresponse


9/55

COMPONENTS OF ADVERTISING

Advertisers

consumer

Advertising

Agencies

Support

organisations

Mass media


10/55

STEPS IN DEVELOPING AN

ADVERTISEMENT CAMPAIGN-

Identify and analyze target audience

Define advertisement objectives

Create advertising platformDetermine advertisement appropriation

Develop media plan

Create advertising message Execute campaign


11/55

BENEFITS OF ADVERTISEMENTS

Information

Brand Image

New product launch Increase the sales


12/55

DEMERITS

Increase the cost of the product

Manipulation of taste and interests

Advertisement to childrenMay end up in false message

Moral concerns


13/55

FOUR MAJOR ASPECTS OF PROMOTION MIX

Advertising

Personal selling

Promotions Public relations


14/55


15/55


16/55

16

ADVERTISING

Impersonal, one-way

mass communicationabout a product or

organization that is

paid for by a marketer.


17/55

17

ADVERTISING MEDIA

TraditionalAdvertising Media

ElectronicAdvertising Media

Television Radio Newspapers Magazines

Books Direct mail Billboards

Internet Electronic mail


18/55

18

ADVERTISING

Advantages

Reach large numberof people

Low cost percontact

Can be micro-targeted

Disadvantages

Total cost is high


19/55

19

PUBLIC RELATIONS

The marketing function that

evaluates public attitudes,

identifies areas within the

organization that the public

may be interested in, and

executes a program of action

to earn public understanding

and acceptance.


20/55

20

PUBLICITY

Public information about a

company, good, or service

appearing in the mass media

as a news item, which is free to

the company.


21/55

21

SALES PROMOTION

Free samples

Contests

Premiums

Trade Shows

Vacation Giveaways

Coupons

Popular Toolsfor

Consumer Sales

Promotion


22/55

ADVERTISEMENT AND SALES PROMOTION

Advertising is the supporting force for sales

promotion.

Sales promotion programe may give direct

incentive to improve the sale

Eg: Chilling unit of cola companies


23/55

PERSONAL SELLING AND ITS ADVANTAGES

Personal selling is the oldest promotion technique whichhelps to push the product and close the deal.

Advantage

Provides a detailed explanationor demonstration of product

Message can be varied to fit theneeds of each prospective customer

Can be directed to specific qualified prospects

Costs can be controlled by adjusting

sales force size Most effective in obtaining sales and

gaining satisfied customers


24/55

THE ROLE OF THE SALES FORCE

Two-way personal communication

More effective than advertising in complexselling situations

The sales force plays a major role in mostcompanies

The sales force represents the company to

customersThey also represent the customers to the

company


25/55

GOALS OF PERSONAL SELLING

Increase awareness

Information gathering

Stimulate demand

Provide Information

Ask for the order

Brand building


26/55

MARKETING MIX


27/55


28/55


29/55

TYPES OF APPEALS

Rational or Logical appeal

Emotional appeal

Emotional Appeal

An emotional appeal is related to anindividuals psychological and social needs

for purchasing certain products and services.Many consumers are emotionally motivatedor driven to make certain purchases.


30/55

Emotional Appeal is based on 3 ideas:

Consumer ignores most ads

Rational ads go unnoticed

Emotional ads can capture attention


31/55

ADVERTISING APPEALS

Fear

Humor

Music

Rationality

Emotions

Scarcity Sex


32/55


33/55


34/55

RATIONAL APPEAL

Rational appeal are the thinking process of theaudience.. They involves some sort ofreasoning process.

High quality Low price

Easy to use

Re sale value

Economic

Eg: Industrial buyers


35/55


36/55

STEPS IN ADVERTISING PLANNING


37/55

CONCEPT OF DAGMAR

DAGMAR is Defining Advertising Goals forMeasured Advertising Results.

It is basically an approach to advertising

planning and a precise method for selectingand quantifying goals and for using those

goals to measure performance.


38/55

Unaware

Awareness

Comprehension and Image

Attitude

Action


39/55

CONCEPT OF DAGMAR

A Measurable Objective

A Conceivable Benchmark

Well-Defined Target Audience

Fixed time period


40/55

LIMITATIONS OF DAGMAR

Promote only sales/No evaluation

Practical problems

Measurement


41/55

LAVIDGE AND STEINER MODEL

1.awareness

2.knowledge

3.liking

4.preference5.conviction

6.action


42/55

MODULE 2


43/55


44/55

PARTICIPATORS OF ADVERTISEMENT

MANAGEMENT

Govt Agencies

Media Organizations

Advertiser (Client)

Advertising Agency


45/55

ORGANIZATION OF ADVERTISERS

The Larger the advertiser, the greater the

need for an organizational structure that

indicates the tastes of the people responsible

for the firms advertising.Responsibility's are clearly defined


46/55

VP Marketing

Sales

Manager

MR Manager Advt.Manager

Functional Organization


47/55

VP Marketing

SalesManager

MR ManagerAdvertisement

ManagerGroup product

manager

BrandManager

Product Manager Organization


48/55

ADVANTAGES

Responsibility is clear

Quick response for problems and

opportunities

Line of communication is shorter

Excellent training to new executive


49/55

WEAKNESS

Managers responsibility is without authority

He does not have control over other

functional areas

Product manager is responsible for each

activity without authority


50/55

ORGANIZATIONAL STRUCTURE OF

ADVERTISEMENT DEPARTMENT

It is divided based on:

Functions

Media

Product

Geography

By end user


51/55

BASED ON FUNCTION

Advertisement

Manager

Copy writingManager

ProductionManager

Art ManagerMedia

Manager


52/55

BY MEDIA

AdvertisementManager

News paperManager

BroadcastingManager

MagazineManager

TelevisionManager

Direct Mailing


53/55


54/55

BY GEOGRAPHY

Advertising

Manager

Zone

A(Manager)

Zone

B(Manager)

Zone

C(Manager)


55/55

BY END USER

Advertising

Manager

ConsumerMarket

Manager

InstitutionalMarket

Manager

Govt Market

Manager

Documents

Advertisement Management Module 1